| shows are a bonaza of sponsorship opportunities. | | | | less-than-stellar reputation? You’ll want to |
| Talk with any show organizer, and they’ll be | | | | know this before you affiliate yourself with the |
| more than happy to explain how you can make sure | | | | event. Show organizers should be able to provide you |
| your company’s name and logo are plastered | | | | with the target audience expected to attend, plans |
| all over the arena, on the program guide, over the | | | | for media coverage of the event, and what your |
| hospitality suite, even on the tote bags everyone | | | | obligations as a sponsor are. You’ll also want |
| carries around all day. It’s just a simple | | | | to know what kind of support you can expect from |
| matter of money – lots of money. Spend | | | | the show organizers, and what exactly your |
| enough, and at some conferences, you can get a | | | | sponsorship dollars are buying. |
| seat on the event planning committee. | | | | Don’t be afraid to ask the tough questions. |
| Is all that cash worth it? How do you know that | | | | You are forming a short term partnership with the |
| sponsorship is right for your company? Is there a | | | | trade show organizer. Approach it the same way |
| way to determine if underwriting aspects of a trade | | | | you’d assess any other potential business |
| show will help your bottom line? | | | | relationship. You need to know the event’s |
| Absolutely. | | | | operational history. Has the show been around for a |
| First, it’s imperative to understand exactly | | | | while, and growing every year, or is this a brand-new |
| what sponsorship is. Sponsorship is the financial or | | | | enterprise? Who were the previous sponsors? How |
| in-kind support of an activity, used primarily to reach | | | | much did they pay to be involved? What are the |
| specified business goals. The fact that sponsorship is | | | | organizer’s backgrounds? Are they affiliated |
| undertaken to reach specific business goals clearly | | | | with any non-profit or political organizations? |
| deliniates it from philanthropy – you | | | | Check the date of the event, and check to make |
| won’t be able to write off your trade show | | | | sure that it does not conflict with any other events |
| participation as a charitable contribution. However, | | | | your company wishes to have a presence at. You |
| sponsorship is also very different from advertising. | | | | should also be provided with a full and complete list |
| Sponsorship is not a solo adventure, the way | | | | of event attractions, including educational |
| advertising is. It promotes a company in association | | | | programming and receptions. |
| with the sponsee. | | | | Sponsorship works best in the context of a |
| The next step is to determine why you may want | | | | relationship. You will often see the same companies |
| to sponsor an event. Beware of the CEO-trap. This | | | | supporting the same events year after year after |
| occurs when the CEO is a fan of a particular sport or | | | | year. This synergy creates a special, unique |
| event, and wants to throw corporate dollars behind | | | | ‘brand’ for the duration of the event, |
| his personal passion. Throwing the corporate logo on | | | | a brand that the buying public begins to count on and |
| his favorite NASCAR driver’s car might make | | | | expect. Make sure you enquire about on-going |
| the big man happy, but will it help your company? | | | | sponsorship opportunities, as well as cross-promotion |
| Instead, you will want to set some clear, measurable | | | | opportunities. |
| goals for your corporate sponsorship. There are six | | | | Don’t dilute your brand by sponsoring every |
| main reasons why companies embrace sponsorship, | | | | event that comes along. You can afford to be |
| including image enhancement, driving sales, increasing | | | | selective here. Pick the one or two events that most |
| visibility with positive publicity, to take on a | | | | closely mirror your corporate image and philosophy |
| “Good Corporate Citizen” role, to | | | | – those are the shows that will help you meet |
| differentiate from one’s competitors, and to | | | | your sponsorship goals. |
| enhance business, consumer, and VIP relations. | | | | Once you’ve made up your mind what |
| All of these are valid reasons. Assess the proposed | | | | events you’d like to be affiliated with, |
| sponsorship opportunity against these goals and them | | | | contact the event organizers right away. Many |
| ask yourself if sponsoring an aspect of this event will | | | | sponsorship opportunities are highly competitive, and |
| enhance your corporate image. Many companies | | | | space is limited. There’s not a lot of time to |
| value the goodwill generated by sponsoring hospitality | | | | dawdle if you want one of only two or three premier |
| suites and special meals at trade shows – | | | | spots. |
| goodwill that can influence sales. | | | | Finally, don’t feel limited to what sponsorship |
| If sponsoring an aspect of the trade show will meet | | | | opportunities the show organizers offer. If you have |
| one or more of these goals, you may want to | | | | a great idea, talk to the organizers about it. Chances |
| participate. It’s a good idea to do some | | | | are that show organizers will welcome your creativity |
| homework first, before you sign on the dotted line. | | | | and they’ll be more than willing to |
| Check out the show’s image. Is it perceived | | | | accommodate your plan. |
| as a classy, up-scale event? Or does it have a | | | | |